PANDANSARI, AJENG (2020) PENGARUH TERPAAN IKLAN SHOPEE EDISI BIG RAMADHAN SALE 2020 TERHADAP PERILAKU KONSUMTIF BERBELANJA PRODUK FASHION PADA MASYARAKAT SURABAYA. Undergraduate thesis, UPN "VETERAN" JATIM.
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Abstract
The very fast growth of the marketplace makes people love shopping because shopping has become easier, efficient, can be done anytime and anywhere. It’s undeniable that this online shopping trend has a huge effect on the lifestyle of Indonesians, which can lead to consumptive behavior. Manufacturers and distributors are competing how to make interesting advertisements so that they can attract consumers. Similarly with Shopee, one of the marketplaces that currently has many fans from various circles, especially of early adulthood people. Based on this things, the researcher wanted to examine whether there was an effect of Shopee Big Ramadhan Sale 2020 edition exposure ads on consumptive behaviour of shopping for fashion products in Surabaya. This study uses quantitative research methods with Nonprobability Sampling using Purposive Sampling technique. For data collection techniques using an online questionnaire with a total sample of 100 respondents, where respondents aged 20-40 have seen Shopee's Big Ramdhan Sale 2020 ad in the mass media and made transactions for fashion products at Shopee. Data analysis used Simple Linear Regression with Hypothesis Test using t test and Determination Coefficient test. The results from this study is that Ho is rejected and Ha is accepted. This means that there is a significant effect of Shopee Big Ramadhan Sale 2020 edition exposure ads on consumptive behaviour of shopping for fashion products in Surabaya. The correlation coefficient between variables is 0.647 where the value is in the strong category and has a positive value. The coefficient of determination is 0.455 or equal to 45.5% where the aspects of the Consumptive Behavior variable are determined by the Advertising Exposure variable, while the remaining 54.5% is determined by other variables. The predicted increase is 1.804 at a constant of 3.831. Keywords: Advertising Exposure, Shopee Ad Exposure, Consumptive Behavior, Consumptive Behavior in Fashion Product Shopping, Surabaya Society, Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 15 Jul 2021 07:29 | ||||||||
| Last Modified: | 15 Jul 2021 07:29 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2299 |
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